Indian middle class seeks combo of Ayurvedic and modern supplements

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The Indian supplements market is ‘ripe’, according to Jeff Hilton of Integrated Marketing Group, who has been conducting research in advance of a new launch later this year of a product line that combines the Ayurvedic tradition with modern ingredients.

The launch is planned for later this year, and while Hilton does not reveal the brand or the company, he says that many of the needs of the new Indian middle class are not met by products now on the market.

The target consumer group is interested in sectors like vision support, diabetes management, brain and cognitive function, and joint health.

He says there will be a need for a massive educational push. However, as while the target consumer group is seeking solutions they have limited knowledge about ingredients and their effects.

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